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Transcript of Integrating social media into a successful B2B marketing plan b2 b-forum_webinar_december_2010
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Mike Volpe (@mvolpe)VP of Marketing
HubSpot
Integrating Social Media into a Successful Marketing Plan
B2B Marketing forum Webinar
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B2B Marketing Forum 2011
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Questions/Feedback
• Please use the GotoMeeting Question panel:
•
Please use #b2bnl hastag
Follow us: @b2bmktforum
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Marketing is Changing1950 - 2000 2000 - 2050
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Outbound Marketing
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Outbound Marketing is Harder
800-555-1234AnnoyingSalesperson
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The Good News…Inbound Marketing:Get Found using Google, Social Media and Blogs
Top 5 Web Marketing Book on Amazon
InboundBook.com
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Social Media is One Piece
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Committo the new
Strategy.
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Don’t dip yourtoe in the water.
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Jump in ALL THE WAY.
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Inbound
Marketing
Content / SEO
Social Media
ResearchLead
Genera-tion
Brand
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Content / SEO+
Social Media
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SEO from 2000 to 2011
Ranking Algorithm:f(n): Context + Authority
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Create Great Content by Blogging
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
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Blogging Attracts More Links
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
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Content Makes You Interesting
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Blogging Attracts More Visitors
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Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
Blogging Drives Social Success
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Where is Search Going?
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Coming to SEO: Likes = Links
= =
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SEO in 2011 and Beyond
Ranking Algorithm:f(n): Context + Authority
+ Social Graph
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NEW: Facebook = The Web
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Practical Tips
• Use www.WebsiteGrader.com
• Start a blog about your industry
• Post blog content to social media
• Put social buttons on your content
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Lead Generation+
Social Media
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Social Media = Leads and Sales
Source: survey of hundreds of businesses: HubSpot.com/ROI
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Practical Tips
• Use social media for lead generation
• Build your social media database
• Use social media intelligence on your leads
• Teach your sales team
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Branding+
Social Media
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A Brand is What People Say It Is
Flickr: chelmsfordpubliclibrary
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Brand Building 1.0
Hire an agency
Come up with creative
Buy ads on TV
& in print
Buy more
advertising
Your brand comes out, wrapped in
plasticFlickr: jamesjyu
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Branding Assembly Line
Flickr: Rickydavid
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Brand Building 2.0
Cultivate Watch your brand grow
Cultivate
Cultivate
Cultivate
Cultivate
Flickr: swisscan
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Cultivated Branding
Flickr: swisscan
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Promote Positive Feedback
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Promote All Feedback
http://www.microsoft.com/windows/social/
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Promote All Feedback
www.ShowUsYourPizza.com
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Respond to Product Questions
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Play with Your New Friends
http://twitter.com/meaghano/status/1767991757http://twitter.com/JetBlue/status/1768096120
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Play with Your New Friends
http://twitter.com/meaghano/status/1767991757http://twitter.com/JetBlue/status/1768096120
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Fans Need Clubhouses
• Inbound Marketers – 49,000 ppl• Inbound Marketing University Alumni – 1,400 ppl• Inbound Marketing Certified – 800 ppl
Inbound Marketing University : www.InboundMarketing.com/University
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Practical Tips
• Track your brand & competitors
– Google Alerts, Twitter Search
– http://Alerts.Grader.com
• Look in the mirror, be honest
• Respond and get personal
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Research+
Social Media
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50 Million Tweets Per Day
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What Are They Saying?
Places to listen• Search.Twitter.com• Blogsearch.Google.com• Google Alerts• Technorati.com• Industry Blogs• Industry Twitterers• LinkedIn Answers• Facebook Friends• Discussion Forums
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Practical Tips
• Follow your target customers
• Follow competitor’s customers
• Listen to what they say
• Ask questions, get feedback
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Advice for the road ahead…
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Stop thinking like amarketer or advertiser.
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Start thinking like apublisher and
socializer.
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Mike Volpe (@mvolpe)VP of MarketingHubSpot
Thank You & Questions
www.b2bmarketingforum.nl@b2bmktforum